Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Tuesday, 2/12/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Featured Marketing Automation Article #1
What can we learn as marketers from this research?
First off, it is good to see companies with large budgets adopting leading edge technologies at much higher rates than their peers. This still gives us some good reason to look to the largest players in the B2B space as leaders in adoption of tools. Despite their higher than average adoption rates, their large size seems to be affecting their ability to be nimble in adopting new techniques that go hand-in-hand with these tools.
We think this is low, but assume it is correct: what is the MA penetration % next year? We expect further inroads. Use the chart above as a means to benchmark!
Featured Marketing Automation Article #2
You purchase a marketing automation platform, but few are nurtured, followed-up on, and conversion isn’t optimized and no additional intel about your leads.
Smart marketers understand the power of systems that can score, segment and nurture leads and are pushing to harness that potential for their organizations. However, success in marketing automation requires more than just a technology platform – it takes a comprehensive strategy and ongoing resource commitments. All of these investments – technology, processes and people – can pay big dividends but investing in one without the other two will leave you disappointed.
You may only get one chance to get this Initiative off the ground – if you’re realistic and focus on the big picture, you’ll maximize your chances for success – and maybe you’ll be sitting at the next company meeting with the Holy Grail in your hands.
The article covers the three biggest areas where MA will fail, and we completely agree: lack of content strategy, getting sales on-board, and lack of marketing resources. It’s not the technology, but how the technology is implemented.
While the results were plenty interesting across the board, one data point that jumped out at me was this: over 90% of respondents are using video for their B2B marketing efforts. As you can see in the chart below, video is actually the second most popular content type listed after “Learn more/contact us.”
In response to the report, Sean Rosensteel wrote the following in an article for Forbes.com: “The take-away? Most respondents prefer video over white papers, case studies, even live demos with reps. And you should factor that into your 2013 content marketing strategy.”
Repeat this 3x: “video is easy.” Not difficult, and a helluva lot easier than producing a white paper. The data above absolutely points to the need for your organization to increase its usage. Want tools? Search The Marketing Automation Alert for video, and you’ll find tools.
Images are the key to breaking through the clutter of social media. Here are three main opportunities for marketers to take advantage of this trend.
There are three main opportunities for marketers to take advantage of this trend.
- Include highly relevant images on all of the pages on your website. This will ensure that your site is highly sharable on the visual web and can drive more traffic, leads, and sales to your site. All pages, especially product pages and blog posts, should include highly relevant photos. Try pinning your pages on Pinterest to see what images show up for each page.
- Optimize your social content to break through the clutter with images. Most leading businesses are making use of images in their content on all social networks. Your Facebook, Twitter, blog, and even LinkedIn strategies should include images.
- Join some of the fastest growing image social networks. Pinterest and Instagram are two of the quickest growing social networks, and brands have seen tremendous success in brand building as well as generating traffic, leads, and sales from these networks. Take a look at these sites and build a strategy for how your business can get results.
As marketers, we have known the value of visual, and this article (and book) pointedly supports our inclinations. The fact that social media is geared towards the visual makes its distribution far more impactful. This is one of the reasons why we believe in B2B video, and we think Vine will have a significant impact on B2B content marketing.
When developing your video strategy, it’s important to ask yourself what you’re looking to gain from it. Start by defining your approach and establishing if your goals are realistic and attainable.
If you’re interested in incorporating video into your content marketing strategy, please click through for valuable insights. The article provides mistakes to avoid, some tools to use, and guidance on doing it right.
According to an article from eMarketer, the new Twitter-linked video sharing app, Vine, could eventually provide video-sharing opportunities for marketers.
According to a study from IAB Mobile Marketing Center of Excellence, 92% of those viewing mobile videos share this content; 12% of those shares are on Twitter. With the growth of Vine users, IAB expects the Twitter metric of sharing to rise, which could present brands with a new opportunity to link up their paid, owned, and earned strategies.
Please keep an eye on Vine!
So what should you do if you don’t have that much time to spend on content marketing? You should focus on these 3 tactics that provide the biggest bang for our buck:
Step #1: Create great content on a consistent basis
Step #2: Collect emails
Step #3: Convert readers into fans
This article is more than just three basics: Neil gives you hands-on, practical advise on how to grow traffic to your content. A must-read series of action items.
How can you grow and maintain an active, relevant Twitter following? Be more productive there? Get retweeted more often? Find those answers and many more here.
A) Twitter Tips and Guides
9 tips for managing Twitter in just 20 minutes a day by Nashville Business Journal
50+ Creative Twitter Headers for Your Inspiration by Social @ Blogging Tracker
How the New Twitter Search Will Change the Way Brands Tweet by Ignite Social Media
Two new features for self-service advertisers by Twitter Advertising Blog
6 Tips to Get Retweeted More Often by Search Engine Journal
8 Twitter chats you should check out today! by Creative Ramblings
Twitter Cards: How Savvy Marketers Get More Out Of Twitter by Marketing Land
Optimizing Twitter for Lead Generation by Marketo B2B Marketing and Sales Blog
Twitter to be ‘hero’ social media channel for media brands in 2013 by The Wall Blog
B) Twitter Tools
6 Awesome Twitter Tools for Brands by DreamGrow Social Media
21 Amazing Twitter Tools for Brand Visibility and Time Management by Social @ Blogging Tracker
10 Tools for Managing Twitter Engagement by Practical eCommerce
Free Tools to Archive Twitter Search results by DoFollow.Net
7 Tools For Monitoring The Effectiveness Of Your Tweets by SocialMouths
Hashtag Discovery Tools by LunaMetrics
Getting Started With HootSuite by Social Media Sun
Social Recruiting – The Ultimate Twitter Strategy Tool by Social-Hire
Your Twitter Archive by Twitter Blog
Great compendium of Twitter tools. Bookmark this for future reference.
Looking for free SEO tools and social media monitoring services to measure the return on investment of your digital marketing campaigns – look no further.
A) Search Engine Optimization (SEO) Tools
Competitive Landscape Research
Domain Authority and Backlink Measurements
Competitor Paid Search Campaign Insight – Free Now While in BETA
Measure the SEO Health of your Website
B) Social Media Monitoring Tools
Services to Count Social Mentions
8. Shared Count
C) Link Tracking on Print Media
QR Code Creator
WE LOVE FREE. Some great tools to assist with your social media efforts that will help with ROI measurements. Click through for descriptions.
The following infographic comes from Sample Forms and deals with optimizing form data in a way that encourages visitors to fill in registration forms
A Closer Look At How Marketers Are Using Social Media
Six tips for evaluating your sales process.
Key points regarding the sales proposal creation process…
- Is it organized?
- Does it address the prospect’s pain points?
- Are you demonstrating your value without compromising the prospect’s needs?
- Is it engaging?
- Have you optimized your proposal viewing experience with technology?
- Does it address pricing and timeline?
A great checklist against which to evaluate your sales proposal process.
Why do marketers revel in military jargon? Must we really rally troops to deploy conquest ads or fire quick hits of bleeding-edge apps?
We need to shift from a competitive stance to a creative mindset. We need to live in the conscious presence of the prefrontal cortex–the part of the mind that doesn’t fear that the other guy will steal our slice of the market share pie, but imagines ways to bake a bigger pie. By quieting the selfish aggressive instincts of the body, you’ll begin to evolve and engage the mind, which is “no body” and “beyond self.” You will create bigger and better outcomes.
So if you really want to beat your competitors, focus on your customers with wonder and curiosity; and as people, not targets. Lead their imagination. And stop trying to hurt everyone.
There’s more than a bit of neuroscience built into this article’s thesis. It’s a quick read, and worthwhile.
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